It's crossed your mind at least once, how wonderful it would be to start your own business. You might have heard about someone else's compelling story or read a news clip highlighting an entrepreneur's success. Or perhaps you play the lottery and dream of a day when you won't have to answer to someone else. Well, this is your chance. We're bringing you the fourth annual "Million-Dollar Ideas," a look at the hottest business ideas that have more than just buzz factor--there's actual promise, backed by experts, statistics and industry trends pointing toward your pot of gold.

Take a moment to check out these possibilities, and hopefully you'll be inspired to get up and do something about it. After all, taking the first step to see where your potential can lead you means you might not have to count on lucky numbers to make you a winner.

Auto Aftermarket

At $1.5 billion and growing strong, the auto aftermarket industry--like the hot rods it caters to--is appropriately showing no signs of slowing. Aside from the obvious performance benefits of adding aftermarket accessories, "a lot of people do it for the looks," says Reginald Loterina, 31, founder and CEO of Island Motorsports Inc. Loterina, who started his Buena Park, California, company in 1995, says his sales have been growing about 25 percent a year--selling everything from lighting and exhaust kits to carbon fiber-based products such as spoilers and hoods--and he expects 2003 sales to hit $2 million.

So what are the real winners in this market? "Right now, vehicle lighting is the hottest thing going," says Jack Panzarella, 32, founder of Wayne, New Jersey-based Street Glow Inc. Panzarella's products (some of which were featured in The Fast and the Furious as well as the sequel)--neon undercar kits, glowing foot pedals, LED shift knobs, LED exhaust tips and more--have fueled Street Glow's success, with sales exceeding $100 million in 2002. More than just lighting up cars, this industry is lighting up profits--big-time.

Bed & Breakfasts

B&Bs aren't just attracting younger guests--younger entrepreneurs are looking into the allure of innkeeping, and with good reason: A survey from BedandBreakfast.com shows an overall occupancy increase of nearly 8 percent for the B&B industry since 9/11. Bobbi Zane, editor/publisher of aspiring B&B innkeepers newsletter Yellow Brick Road who also moderates a discussion for the Professional Association of Innkeepers International, has noticed a trend of many thirtysomethings looking into innkeeping. "They have seen enough of corporate life," says Zane. Add to that the sway from frilly to more modern inns, and the new generation of innkeepers is thriving.

With a quarter of inns run by owners under 40, Jim and Julie Degenfelder are in good company. They started Eaglenest Bed & Breakfast in Julian, California, eight years ago at 33 and 23, respectively. With 2003 projected sales of $125,000, the Degenfelders equip their rooms with amenities many older innkeepers try to avoid. "Some [innkeepers] fight the whole TV/VCR thing," Julie remarks. "However, to keep up with the evolution of travelers, it's important to make them comfortable." A stocked pantry filled with beverages and snacks is open to guests, and the Internet can be accessed through the phone line in each room.

eBay Aftermarket

Want an idea of the opportunities for companies selling
eBay-related products and services? PayPal co-founders Peter Thiel
and Max Levchin launched their online payment service in October
1999. It quickly became the standard way for users to consummate
their eBay transactions. In July 2002, eBay purchased PayPal for
$1.5 billion. "PayPal is the 500-pound gorilla of the eBay
aftermarket phenomenon," says Adam Cohen, author of The Perfect Store: Inside eBay.

Online payment is far from the only opportunity available in the
eBay aftermarket. Start-ups have blossomed offering everything from
shipping supplies for sellers to sniping software that slips in
last-second bids on behalf of bargain-hungry buyers. With 46
million users and 7 million items for sale on eBay at any time,
there's room for almost any conceivable product or service
supporting electronic auctions.

AuctionWatch.com Inc. sells software that automates the process
of placing items for sale on eBay. The San Bruno, California,
venture has almost 100,000 users and is profitable, says Rodrigo
Sales, co-founder and CEO. AuctionWatch is the largest of several
firms that provide similar products and services to eBay merchants,
but Sales, 28, says getting to where he's at wasn't
easy.

AuctionWatch originally offered shoppers a single site that
brought together some of the hundreds of auction services that were
then competing with one another. As eBay grew to dominate the
space, other online auctions disappeared or became irrelevant.
AuctionWatch faced a similar fate until it found a new focus
selling software to eBay merchants. Today, it sells general
e-commerce software to merchants selling direct from their own Web
sites.

Want to succeed in the eBay aftermarket? Companies like
AuctionWatch have been successful because they've managed to
maintain their flexibility and have benefited from alertness to the
changing needs of the still-maturing online auction business.
"One of the big lessons of eBay is that it gives you access to
millions of buyers," says Cohen. "They'll tell you
what they need."

Home Entertainment Installation

Do you have friends who dream of custom-built home theaters with
surround sound, automatic lights and a big-screen digital TV? We
thought so--according to the Custom Electronic Design and
Installation Association (CEDIA), 86 percent of U.S. adults want
home entertainment systems. And they're creating a tidal wave
of demand for expert installers.

David Harwell and Greg Hill, founders of Audio Video Unplugged
in Farmers Branch, Texas, are meeting that need. Offering
custom-designed systems that start at about $20,000 and go well
into the six figures, the pair expects sales to top $2 million this
year. Business is so robust, in fact, that the partners work only
on referrals and have had to turn customers away.

The government's recent mandate that all TVs larger than 13
inches be digital by July 1, 2007 is fueling industry growth.
"That gave a big boost to the audio-video industry," says
Hill, 30. "If you're going to digital, you have to have
people who can help you implement the technology in your
home."

More than just entertainment, this industry encompasses
everything from security systems to home computer networking. Right
now, most clientele is affluent, though as the technology becomes
more affordable, it will trickle down to more modest-income
consumers, creating huge market potential, predicts CEDIA president
Jeff Hoover.

This business can be tough, though: Hoover notes there's a
shortage of labor who can master the ever-changing technology.
Harwell, 37, agrees. "We have very competent people," he
says, "[but] it requires special individuals."

In addition to finding talented employees, a key to success is
making sure to pitch potential customers on the ease-of-use angle.
"Nobody buys a 'home network,'" says Hoover.
"What they buy is the convenience that a home networking
system provides."

Instant Messaging

Internet use at U.S. companies rose 20 percent from October 2001
to July 2002, according to ComScore Media Metrix Inc., a New York
City tracking firm. Meanwhile, instant messaging attracted 28
percent more business users, and MSN's IM service grew an even
loftier 42 percent.

The Internet Engineering Task Force is backing the
Extensible Messaging and Presence Protocol (EMPP), which is
developing an open source standard for instant message. Read more
here.

AOL is now selling an Enterprise version of
their AIM software for businesses.

In-house IM systems with built-in security may be the most
practical solution. Richard Bezjian, CEO and president of Boomerang
Software Inc. in Belmont, Massachusetts, says financial and health
companies with regulations requiring secure client-related
communications have been quick to adopt his encrypted IM system.
"I wouldn't say we're making money hand over
fist," says Bezjian, 48. "But I think it's a matter
of time."

We see similar stories in many security, marketing and other
IM-based products and services. "Is there a gold mine
there?" says Kalehoff. "I don't think anyone's
figured it out yet. But [IM] is a communications tool that's
not going away."

Kiosks

"The cost of going into business is just really high, and
kiosks offer the opportunity to get into business ownership at a
relatively lower cost," notes Howard E. Van Auken, a
management professor and academic director for the Pappajohn Center
for Entrepreneurship at Iowa State University in Ames.

If you're testing a product or your own entrepreneurial
aptitude, kiosks can provide a simpler business alternative. Not
only do they cost less than inline stores, but they also have
substantially shorter leases, ranging from as little as one month
to just a year, as opposed to inline leases, which can run up to 10
years. With this flexibility, entrepreneurs can test products and
decide whether to make the move to an inline store or to take on
more kiosks.

When choosing products to sell at your kiosk, consider your
audience and how they might react to your product.
"Historically things that are demonstrated tend to do well
because people are touchy-feely and like that interaction,"
explains Susie Grant, specialty leasing manager for the Galleria at
South Bay in Redondo Beach, California.

And stay away from higher-end products. "Products [with] a
higher price point may not be as easy a sell as those that are
moderately priced, because the whole idea of malls having [kiosk]
programs is to enhance their current tenant mix," says Grant.
"It's not that the cart is going to bring the customer in;
they just happen to pass by you and something catches their
eye."

Maternity Clothes

By now, maternity retailers have figured out that being pregnant
in the 21st century is about both comfort and style. Big names like
Old Navy and Gap have entered the growing maternity market, and all
the industry is abuzz over Target and its agreement with Liz Lange
Maternity to sell very affordable and fashionable maternity pieces.
"Value is really important to everybody these days," says
Peg Moline, editor in chief of Fit
Pregnancy. While she predicts activewear to continue to be
a hot maternity area for 2003, Moline also notes that maternity
fashions will move toward a more dressed-up look--especially since
about 75 percent of moms work during their pregnancies.

Disney, who currently sells via her Web site and in boutiques
nationwide and in Puerto Rico, plans to take her line to her native
Greece as well, thus growing her sales that are already into the
six figures.

Niche Dating Service

The quest for love eternal: Technology only kicks it up a notch
in the 21st century. "After college, the pool of available
people dwindles--time to meet people diminishes," observes Los
Angeles psychotherapist Suzanne M. Lopez. "Dating services
eliminate a lot of riffraff, and during downtime, you can look for
a potential partner." And for those who want a tailored
approach, niche dating allows people to get downright
persnickety.

Niche dating has surfaced notably with services targeting
preferences from religion to hobbies and alternative lifestyles.
Although there is no specific data available on niche dating,
industry-wide dating service revenues topped $917 million in 2002
and is projected to skyrocket to a whopping $1.1 billion in 2003,
according to a November 2002 report, "The U.S. Dating Services
Industry," by market research and consulting firm Marketdata
Enterprises Inc. Research director John LaRosa has seen the
industry boom after 9/11, with singles flooding the market in
search of a meaningful relationship.

High-priced love meets its maker with services like the Millionaire's Club, where moneyed men seek
attractive bachelorettes. Along with unlimited dates, the $10,000
to $20,000 annual membership (depending on whether it's a state
or national search) buys the male suitors sessions with a dating
coach, a relationship counselor and an image consultant. "The
more successful the men, the pickier they are," asserts Patti
Stanger, 41, owner and CEO of the Marina Del Rey, California, firm.
"And they want the best." With projected 2003 sales of
more than $1 million and licensing plans, Stanger and her idea are
a match made in heaven.

Online Gaming

Enter a world that is enchanting, violent and full of nefarious
creatures as well as heroes and warriors, and you've entered
Norrath, a virtual country in the online game EverQuest--and the
77th richest country in the world, according to economics professor
Edward Castronova at California State University, Fullerton.

According to the Interactive Digital Software Association, the
number of users of online
gaming sites is growing 12 to 15 percent per month, and some
111 million people will play online games by 2005. The opportunity
for entrepreneurs, however, is more likely in advergaming-games
created to help corporate clients attract users to their sites.

"An advergame has to feel like a game. If [consumers] think
it's an advertisement, it won't fly," says Dan
Ferguson, 35, a founding father of adver-gaming and co-founder of
Dallas-based game developer Blockdot Inc.

One way start-ups can steer clear of that roadblock is to avoid
pooling talent in a single area. "You're going to have a
group that is very technology-savvy but not so creative," says
Ferguson. "So they can make very solid games--with no sex
appeal. It doesn't get people excited. Balance it
out."

Ferguson says Blockdot's average advergame costs about
$50,000. "You can even do a simple tic-tac-toe game [for about
$10,000]," he says. With clients that include GM,
M&M's and Volkswagen, Blockdot expects 2002 sales of $1.4
million. And there's room for growth. Forrester Research
predicts advergaming will generate $1 billion by 2005. Overall,
online gaming is expected to reach $5.6 billion by 2005, according
to research firm Jupiter Media Metrix. Perhaps by then Norrath will be
in the top 50.

Online Learning

With the dotcom funding boom at its back a few years ago,
e-learning seemed like easy pickings. Now, funding has dried up,
and corporate training budgets have been slashed, says Trace Urdan,
senior analyst of learning companies at ThinkEquity Partners Inc.
His numbers show industry growth falling from 34 percent in 2001 to
7 percent in 2002. Does that mean a dour future for this
once-bright market?

Not exactly. Online degree programs continue to grow, the
government spends more on training in the 9/11 aftermath, and such
corporations as GM are shifting their training budgets to
e-learning, says Urdan. "If you've got the vision, this is
an area that's going to be strong," he says.

Online Learning 2003, an industry
conference for e-learning, won't take place until September
2003, but you can download materials from their 2002 conference now.

The growth comes thanks to demand for professional development
and vocational training, says Angela Lovett, founder of
WorldWideLearn.com, a Calgary, Alberta-based e-learning directory.
The future, she says, is bright.

But business training is where the market will lie early on.
"It will take a few years for the mass consumer market to
embrace it," Lovett says.

Beyond creating content, Urdan says, services will be a growth
market. Help companies integrate training software or structure
programs. Better yet, outsource it for them by running the
software, finding talent and administering classes.

That's been the approach of Knowledge Anywhere, a Bellevue,
Washington-based e-learning firm. CEO Charlie Gillette says
providing a soup-to-nuts employee training solution makes his
company attractive to corporate clients like AT&T and E&J
Gallo Winery. The 30-employee company has been experiencing 50
percent year-over-year quarterly growth by producing educational
content and delivering it via its software.

Skittish VCs are unlikely to fund an e-learning venture, so plan
on self-financing--including customer funding, as Gillette did to
bootstrap. "Go after a very specific vertical market," he
advises. That doesn't make e-learning easy pickings. But there
are still pickings to be had.

Pet Products

What's too extravagant for a beloved family member?
Apparently nothing, and pets reap the spoils. U.S. households will
spend $30 billion on their pets in 2002, according to the American
Pet Products Manufacturers Association Inc. (APPMA)--and not just
on food bowls and the occasional chew toy. The upscale pet
accessories market is where it's at, and entrepreneurs are
cashing in with everything from high-end fashion to holistic
foods.

Bobby Wise, 45, owner of San Francisco-based George, knows all
about puppy love. Back in 1991, he and his partner couldn't
find dog accessories that suited their tastes, so they decided to
create their own line reflecting a clean modern aesthetic (think
Banana Republic meets Petco) and found there was little
competition. With three store locations and projected 2002 sales of
$1.5 million, Wise has seen the market grow tremendously. To stay
ahead of the pack, he's expanded his original line to include a
full range of bedding, grooming products, clothing, treats and
accessories for dogs, cats and their owners. "I think one of
the keys is we've stayed faithful to our style," he
says.

So why are people spoiling their pets? "We live busy lives,
and pets love us unconditionally," explains APPMA's Funda
Alp. "They don't complain when we get home late or tell us
about their problems. The relationship you share is
unmatched." Alp says many people--empty-nesters, singles and
couples without children--consider pets their "babies,"
creating a new breed of pampered pet. For these owners, money is no
object in showing their affection. Looks like the pet business is
nothing to bark at.